| BBC/OU Open2.net - Money Programme - Animal magic (1023 words) |
 | With changing attitudes to animal rights and a keener sense of the importance of animal welfare, avoiding the charge of exploitation is becoming increasingly important for advertisers. |
| One of the first ways in which the use of animals in advertising may change in response to this trend is that advertisers will stop patronising animals by giving them cute human characteristics, and instead recognise the animal-like features of humans. |
| The animals are represented in the ads not by real creatures, nor by even vaguely life-like animatronics, but by symbolic representations such as balloons in the mobile phone operator’s house colour. |
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